Application of Stimulus Theoretical Framework to Investigate Consumers’ Internet Booking Behavior

• Main Authors: LIN, HUNG-DE, 林鴻德
• Other Authors: CHEN, HUAN-TUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/wffxp9

碩士 === 開南大學 === 觀光運輸學院碩士在職專班 === 107 === Through online resources and platforms, people collect and plan tourism-related information, and online reservations are also included. The rise of online travel agencies and provide convenience and convenience reservation service to consumers has become an important issue. The research on the interaction between technology and people mostly uses TAM as the theoretical basis. This research, through the support of the literature, uses the stimulus theoretical framework as the framework to explore the design and security of reservation website to investigate the modle of behavior in the booking website. A questionnaire survey was conducted using a network questionnaire.A total of 386 questionnaires were collected, and 384 valid questionnaires were valid.The effective recovery rate was 99.48%. The descriptive statistics, reliability and validity analysis, Pearson's correlation analysis and multiple regression analysis were used for analysis and discussion. The results show that it is a good match to explore the behavioral model base on the stimulus theoretical framework, and each construct has direct and indirect influences on each other, and there is a significant correlation between the constructs. Percieved ease of use has the greatest influence on the online booking use tendency. The design and percieved usefulness of the reservation website is second. The security of the reservation website is at the bottom, and the interaction between the reservation website design and the security has negative influence to the intention to use reservation website. Finally, based on the research results and conclusions, provide practical advice for the practitioners and future researchers.